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The 20 New Rulesof Green Marketing

1 Green is mainstream. Not too long ago, just a small group of deep green consumers existed. Today, 83% of consumers – representing every generation, from Baby Boomers to Millennials and Gen Ys – are some shade of green. Moreover, there are now finely defined segments of green consumers.

2 Green is cool. Once a faddish preoccupation of the fringe, green is not only mainstream, it’s chic. In fact, green consumers are early adopters and leaders who influence purchasing behavior. Celebrities and other cool types generally are espousing green causes. People show off (and self-actualize) by tooling around in a ...

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